Create Against Hate is an initiative sponsored by OpenCreate to establish a movement within the creative industry that aims to eradicate and make a stance against hate, discrimination, and extremism on our platforms.
We wanted Create Against Hate to have a global reach. Here is small sampling of the reach of this campaign and the work done.
OpenCreate partnered with eight NGOs to accomplish the mission of Create Against Hate. Over three months, these NGOs and creative partners brought these campaigns to life. Click on a NGO to learn more about their project and creative solutions to combat hate and discrimination in the world.
British Future is an independent charity engaging people’s hopes and fears about integration and immigration, opportunity and identity. Our aim is a country where we are no longer ‘them and us’ but rather a confident and welcoming Britain, inclusive and fair to all.
Agency: Publicis London
Illustrator: Dan Woodger represented by Jelly London
Our target audience are slightly older, more conservative people who are unlikely to have been subjected to hate because of their nationality, skin colour or religion. For them, it’s rather hard to believe that prejudice is an issue in the U.K. British Future encourages everyone to recognise our shared responsibility and stand up to hatred, rather than turning a blind eye.
To bring that to life we illustrated fragments of everyday life in Britain, which contained an act of prejudice to be found within. This was executed through a pinch and zoom mechanic, as well as short-form video, Facebook Carousels and Instagram Stories.
It is a light hearted, gamified and highly visual mechanic with a powerful message within.
British Future’s No Place for Prejudice campaign, part of Create Against Hate, reached over 7.3 million people in the UK, with nearly 2 million engaging with the content. Importantly, through Facebook and Instagram, British Future's were able to target people who feel anxious about integration in today’s multi-ethnic Britain and engage them with a tested anti-prejudice message. They learned a lot from the campaign and will be sharing their findings with other anti-prejudice NGOs.
Small Steps Consultants Ltd is a specialist counter far-right extremist organisation. Small Steps consists of former members of far-right organisations who have rejected far-right narratives. They are committed to exposing and eradicating far-right extremism in the UK through training, education and mentoring
This video content features Small Steps founder, Nigel, telling his story while undergoing a very personal symbol transformation of his own.
This Instagram grid is laid out like a very user-friendly website. It features easy access to Small Steps education and advice from the founder in the “Notes from Nige” video series. It also links out to the “Love, brought to you by hate” Instagram account.
This Instagram account identifies far-right hate symbols and then transforms them into positive symbols. It works to help people recognize far–right activity in their neighborhoods and homes.
Agency: Grey NY
Hate speech and hate symbols possess a lot of power - or at least that’s what the people who spread them want you to think. We looked to subvert the hate by deconstructing it and putting it to better use. Love, Brought to You by Hate raises awareness for Small Steps, a UK based NGO made-up of former far-right members. Small Steps works against far-right hatred and division by providing community education, mentorship & and a way out for people trying to leave hate groups. Because hate doesn’t have to last forever.
Small Steps was delighted to be chosen to be part of the Create Against Hate campaign.
The campaign, run on Facebook, focused on the message: people can change.
Seen by 3.6 million users on Facebook across the United Kingdom. This has resulted in people in genuine need contacting us and receiving real support to get out of the far right. Without this campaign, these people would still be involved in extremism, but instead, are now rebuilding their lives.
This, we believe, is the best evaluation any campaign could have.
MUJU brings Muslims and Jews together through a shared passion for creating art, and has been providing platforms for creative dialogue and social action through the arts for over 10 years. We believe art-making creates a context of honesty, trust and respect that breaks down barriers and opens conversation. Being a grassroots organisation, we have extensive networks within the Jewish and Muslim communities. Our work is in fostering connections and creative platforms where shared Muslim/Jewish creative expression can thrive. We nurture young talent and serve as a space for communities to come together and develop resilience and an alternative voice to the polarizing narratives/representations of Muslims and Jews often seen in the mainstream.
Agency: BBH London
“Once we get past the fact that we’re Muslim and Jewish people in a room together, surprisingly funny things can happen.”
It was this insight that set us on the path towards work that celebrates the similarities between these communities and the role MuJu play in bringing them together. The result is a comedic ‘product demo’ of sorts and proof that laughter is our one true common ground.
The Media Diversity Institute (MDI) works internationally to facilitate responsible media coverage of diversity. It aims to prevent the media from spreading prejudice, intolerance, and hatred which can lead to social tensions, disputes, and violent conflict. We believe accurate, inclusive, and sensitive media coverage to be a necessity for better understanding between different groups and cultures.
Agency: POKE London
The Media Diversity Institute wanted to help youth audiences tackle hate speech and hateful reporting online, in an instructive, actionable way. So we decided to fight fire with fire by recruiting trolls to join our ranks, and train them in ‘positive trolling’ to respond to the hate. In a series of ’Game of Trolls’ teasers, we invite the internet to join the good side. We then teach them the basics of positive trolling through a series of hands-on tips on Facebook and Instagram. Meanwhile, our ‘army of trolls’ responds to calls for help submitted via the hashtag #TrollwithLove.
Building resilience in people to stand up to bullies is an essential part of developing a healthy online culture of interaction. That is why MDI was delighted at the opportunity to develop an educational campaign with the help of Create Against Hate. 6 short “how to” and one review video were produced and shown to young people on Facebook and Instagram as part of the “Game of Trolls” campaign. 3.5 million young people saw the videos, and a little under 2 million of them engaged with the videos by watching it, commenting, liking or sharing.
HOPE Not Hate uses research, education and public engagement to challenge mistrust and racism, and helps to build communities that are inclusive, celebrate shared identities and are resilient to hate.
Creative Strategist: Jake Pace Lawrie
Watch Your Mouth is a playful route that makes the most of the creative community on Instagram, and its love of artistic invention. Shot from within a prosthetic mouth as it goes on a rampage as a metaphor for hate speech. The mouth eats through objects, and attacks the public before being shut down by the viewer. We’ve taken this approach because our data shows that younger people have been less engaged in HOPE not hate’s online counter-narrative work in the past, but are just as motivated by our issues as older people. This led us to create something more playful, focused on instagram stories, as a test approach to engaging a younger group.
Creative Strategist: Jake Pace Lawrie
Pride in Our Work features an interview with Robbie Mullen (our source within a neo-Nazi terror cell), and Matthew Collins (Head of Research at Hope not Hate), to motivate the audience to act to support us in our work. Our research shows that people who are “at risk” of adopting, or listening to extreme messages are dramatically less likely to do so when they associate those messages with the extremists we track and disrupt. This video is an attempt to both engage people in the work of HOPE not Hate while also subtly promote the message that the people who hold anti-Muslim, antisemitic and sexist views also go on to engage in acts of violence. This connection acts as a ‘quarenteening’ message.
Creative Strategist: Jake Pace Lawrie
Choose Hope is a gamified set of Instagram stories that encourage the audience to choose Hope over Hate by clicking on images of positive engagements, as opposed to images of hatred produced by the far-right. We decided to run this creative based on an analysis of our social media metrics; based on the performance of different previous organic creative, we have a hypothesis that negative images (such as a clip of ‘Tommy Robinson’) will entice people to watch, but that a positive message (such as an image of a HOPE not hate classroom) get people to actually take an action.
Community Security Trust is a charity that protects British Jews from antisemitism and related threats. CST received charitable status in 1994 and is recognized by Policy and Government as a model of best practice. CST provides security advise and training for Jewish communal organisations, schools, and synagogues.
Creative Strategist: Elizabeth Valleau
Art Director: Emma Brianchon
The #AntisemitismHurtsMeToo campaign includes short videos of various people across society who explain how antisemitism does not just affect the Jewish community, but hurts wider society too. This campaign urges the viewer to celebrate Britain’s diverse and multicultural society and seeks to spread the unifying message of fighting antisemitism together.
CST was delighted to launch the #AntisemitismHurtsMeToo campaign as part of Create Against Hate. The campaign, run on Facebook and Instagram through the platform’s advertising platform, ran for two weeks at the beginning of February, and the five films were seen by almost 3.5 million users on Facebook across the United Kingdom. Over 400,000 people took an action based on the advert, such as playing the video, commenting, liking or sharing.
Stand Up! Education Against Discrimination aims to empower young people in schools to learn about and act against discrimination, racism, antisemitism, and anti-Muslim hatred, whilst developing their social responsibility in the community. The project is led by Streetwise (a partnership between CST and Maccabi GB) and supported by Tell MAMA, Kick it Out, and Galop.
Creative Strategist: Julie Seal
Copywriter: Phil Le Brun
The campaign focused on challenging perceptions and biases. The concept for the campaign consisted of animated videos on the theme of the ‘Woah Moments’. The videos show an animated character, speaking about the moment of realisation they had about an assumption experienced or observed which was based on stereotypes and conscious or subconscious discrimination. The characters were of different backgrounds and the ‘Whoa moments’ focused on issues relating to minority communities.
Overall the campaign reached over 1.5 million Facebook and Instagram users. There were 70,701 link clicks which led to a 280% increase in page visits to the Stand Up! website (1,500 visits) in comparison to previous analytics. The Stand Up! Facebook page received over 3,000 visits and both the Facebook and Twitter pages gained more followers. The overwhelming feedback generated was positive, with many people liking and sharing the adverts (over 1,000 likes and 250 shares). Additionally, a small number of people emailed Stand Up! directly to volunteer, donate and to get involved in the project.
Creative Strategist: Niran Vinod and Shishir Patel
After the success of the celebrations that took place in Summer 2017, we heard from thousands who took part that they wanted to get together again, and not just once a year. So a digital campaign - #MincePieMoments - was created to keep the momentum going ahead of 2018’s event and to build support around the launch of findings of a year-long commission on loneliness - The Jo Cox Commission on Loneliness which was chaired by two of Jo’s parliamentary colleagues - Rachel Reeves MP and Seema Kennedy, MP. The objectives of this campaign were to encourage people to make contact with someone they wouldn’t know otherwise, generate awareness that loneliness is a problem that affects a wide range of people, to build brand awareness of the Great Get Together, and lastly, the promote the findings of the Jo Cox Loneliness Commission.
Thousands took to social media to share their #MincePieMoments, whether they were having them with new friends, old friends or neighbours. Overall, 208,000 people took part in #MincePieMoments. 4,500 people shared the #MincePieMoments hashtag, and 4,000 people downloaded our ‘How to’ guide. The video also received 2.5 million views. Most importantly, 93% of people said they felt more connected to their community after taking part.
Some of the participants described their favourite moments to us:
“What was most memorable was the change in people’s demeanour when they opened their doors. Initially nervous and suspicious, once they heard what we were doing and why, their expressions changed to warm smiles and friendly chat, it was wonderful.”
“The cross generational interaction and everyone getting involved was a highlight”
“A young man who had tried to kill himself said he felt alive for the first time and thank us for giving him hope”
“An elderly gentleman told us how he now doesn’t feel so lonely and has a door to knock on if he needs anything”
This initiative was made possible by the organizations and creative talent that came together to Create Against Hate. We are so grateful for the collaborative spirit and creativity of everyone involved in their projects.
Here is a sampling of the coverage this initiative received worldwide. Please contact us if you are interested in any media opportunities or interviews related to this initiative.